Marvel Secures Naming Rights for Melbourne’s Etihad Stadium
Melbourne’s Etihad Stadium will be renamed Marvel Stadium come September 1st.
The eight-year deal with Walt Disney Company will see the stadium receive a complete rebranding and a premium Marvel retail store.
Melbourne Stadiums Limited CEO Michael Green said the rebranding would see a Marvel retail store and other “activations” installed at the site to bring the characters to life.
“Marvel is a powerhouse in the entertainment industry and one of the most recognised brand names in the world. It is a brand dedicated to audience experiences, which firmly aligns with our vision to create incredible experiences for fans,” MSL CEO Michael Green said.
“Over 18-years, we have become the world’s busiest multi-purpose stadium. Now, we look forward to a new era of entertainment for the stadium where we will push the envelope and continue to deliver world-class events and fan engagement.
“This partnership will allow us to take the stadium atmosphere to the next level and create memorable experiences for a vast array of audiences and we look forward to delivering a truly game-changing experience.”
The Etihad Stadium area will also undergo a $225 million upgrade as part of the deal.
Walt Disney Company Australia managing director Kylie Watson-Wheeler said the sponsorship deal provided a new way for the Marvel brand to interact with a broad audience.
“Through (this) partnership with MSL we hope to bring people together and provide them with a unique opportunity to immerse themselves in the Marvel brand,” Watson-Wheeler said.